The Concentric Brand

      In speaking about a company's success, one takes into consideration said company's branding. It's essential for a company to not only seem appealing to the world, but they must also take into account this on a smaller scale, to their target audience. In Concentric's case, it's the uniqueness, likeability, authenticity, and overall personality of the company that makes their target audience such a select crowd. You want to know what branding looks like? Let's examine the Concentric brand.
      Unique is one of the best words to describe Concentric. Why? It's in the company's bloodstream. The entire foundation of Concentric is to be unique. To understand a complex and unique relationship between consumers, payers, and physicians. The general foundation of Concentric is based upon unique ideas. Click here to go to their website. Navigate around a little bit. Notice anything under "Our Culture"? The creative team at Concentric added a copy of Plato's Laws of Branding right there on the page for you. This is a company that prides itself on uniqueness. On being different then other companies. Going the extra mile to please all that require its services. They're goal is not to go half way for their customers. It's to do everything it can to please all parties involved in a single decision.

Ken Begasse, Jr.

       Likeability? We're not talking about your average advertising firm. This Concentric brand is the new age of hip, modern firms. Who needs flash when you've got plenty of pizzazz already? Look further into the site's "Our Culture" page. Not comfortable enough seeing the face Concentric presents to you? Have a closer look and check out what they look like. Take a virtual tour of the headquarters in SoHo! Not good enough still? Head on over to the "Our People" page and scroll through the picture bios of the brains at the top of Concentric. These people are not ashamed of showing you their professional and personal sides. You can even listen to Senior play some tunes. This company is not just a bunch of guys in suits. They don't have mechanical phone systems. These are down-to-earth people, that listen to the customer, the payer, and the physicians. They hear what you say. And what makes them most likeable? They're not afraid to show it. Oh yeah, and did I mention they won the award for Agency of the Year earlier this year?
       After much research of the company, its website, and its works, this brand screams authentic. This is the working man's company. It wasn't started off of a trust fund. It wasn't an established household name in pharma advertising. It was a dream. It was a life-long dream of Ken Begasse Sr., a man who held many executive positions and knew what the industry was missing. He got his hands dirty, and with the help of son, Ken Begasse Jr., and friend, Michael Sanzen, put his passion and work ethic together to fulfill this life-long dream. This company is as authentic as they come. What kind of people are the Begasse's? Well, after Senior's passing in December of 2010, the family came out with a public statement. The statement read: "In the spirit of passing music on to future generations, Ken's family requests that, in lieu of gifts, people honor Ken's memory by making a donation to Little Kids Rock to help restore and revitalize music education in our nation's schools. This way, Ken's life will be honored and remembered every time a child strums those six strings." Authentic? Putting the interests of others over their own grief and loss sounds pretty authentic to me. These are the people behind the dream and the Concentric brand.
       I think this entire blog sums up Concentric's overall personality. I mean, this is the new-age, hip, modern advertising firm. They know it too. Begasse, Jr. stated in a Businesswire.com article, "What’s unique about Concentric is that we were born in the modern age and have evolved the agency’s capabilities in step with the rise of technology and emerging media." They epitomize the modern age of advertising firms. It's their pride and dedication in what they do that contributes to this young, refreshing personality that Concentric conveys to the public. As I've stated before...go to the website. It's not dressed up and gaudy. It's laid back, cool, and overall a fun site to navigate.